AI-generated shopping videos are spreading across TikTok Shops, raising concerns among brands that the technology could misrepresent products and make it difficult for shoppers to distinguish between genuine reviews and computer-generated promotions.
AI video tools now allow creators and sellers to quickly create product demonstrations, virtual influencers, and promotional clips without filming real people or using physical products. TikTok is rolling out AI capabilities to help sellers create shoppable content, but some brands are putting limits on how their products can be displayed in videos.
Among them is SharkNinja, which makes Shark vacuum cleaners and Ninja kitchen appliances. According to , the company sent a memo to its affiliate community warning them that it does not approve their products to be featured on TikTok’s AI video maker. wall street journal. This tool uses artificial intelligence to automatically generate shoppable videos.
“We wanted to quickly resolve this issue. This tool is not allowed under our affiliate program’s No AI-generated content policy,” the memo obtained. WSJit is read. “Please note: Affiliates who use AI-generated content to promote our products will have their commissions removed.”
Neil Shah, SharkNinja’s chief commercial officer, further explained to the magazine, “We didn’t want an AI-generated floor to be cleaned by an AI-generated Shark vacuum cleaner. We want real consumers to see real products being used by real people.”
SharkNinja’s warning comes as TikTok Shop continues to expand into major shopping destinations. U.S. sales are expected to rise 48% this year to $23.41 billion, according to research firm eMarketer, outperforming major retailers such as Target and Costco.
This growth is driven by millions of affiliate creators who earn commissions through product promotions, and the program reaches 11.3 million creators worldwide, including nearly 1 million in the U.S. alone. WSJ. Affiliate marketing is becoming increasingly important as a sales driver, as AI tools make it easier to create promotional videos featuring virtual influencers and digital avatars.
TikTok allows creators to earn commissions from AI-generated content as long as they disclose how they use the technology and avoid misleading product promotions. WSJ I will report.
Affiliate creator Daria Simkhony told the paper that after giving birth to her son last year, she started using AI techniques she learned while creating digital personas for platforms like OnlyFans and Fanvue to expand her marketing business. WSJ. Simhony now creates at least one fully AI-generated TikTok promotional video every day, using a virtual avatar to quickly create content while balancing work and caring for her children.
While Simhony earns money through affiliate commissions and paid brand partnerships, he teaches others how to increase their income using AI avatars. She said the technology allows her to quickly develop a variety of characters and promotional content for clients such as South Korean cosmetics brand Jumiso and companies that sell AI-related tools.
“I can create whoever you need me to be,” Simhony told the outlet.
Brands that do not monitor affiliate content on TikTok Shop may not be aware that their products are featured in AI-generated promotions. In May, creator Kiya Chanel used an AI version of herself to promote Selena Gomez’s Rare Beauty products in an affiliate video, potentially earning a commission from the resulting sales.
A Rare Beauty spokesperson said. WSJ It is not associated with AI-generated posts and does not work with AI authors or digital reproductions. However, since Chanel’s videos are labeled as both “subject to commissions” and “contains AI-generated media,” Rare Beauty is participating in TikTok’s open affiliate program.
Chanel, which is also promoting an e-book about using AI twins in its TikTok shop, reportedly did not respond to questions. WSJ’s Request for comments.
independent person SharkNinja, Rare Beauty and Chanel have been contacted for comment.
